Radio and TV Advertising Commercial Music – Spots That Move
By Tom Gauger
Do you include music or don’t you? Do you go with canned production music from the radio station or cable company which costs less, but is probably not as effective, or do you get a music house to write your music bed incorporate the voice over and create a memorable jingle? Going to cost more, but will it pay off? Great questions – Let’s take a look at the issues.
In general, most individuals really don’t know the importance and span of music and how critical it really is to a successful marketing campaign. Most believe that just getting your name out there 3 times with your contact info and if music plays a part great, but if not, that’s fine to just as long as the magical three number is involved with your company name and telephone number.
Be assured, that this kind logic is not only misleading, but is emphatically false. The truth of the matter is, that music is just not music or background noise. People buy out of emotion. You have got to remember that. It is simply not enough to get your name out there three times and then think you have captured your audience and they will beat the door down trying to buy your product or service – Not going to happen. The reason?
98% of your customers buy from who they think of first. The next fact is that people really do buy from emotion. Everyone knows that Hummers and Escalades are gas guzzling inefficient vehicles, but they sure sell a heck of a lot of them. Why? Because people buy out of emotion. They feel more important. Or they feel good or you made them laugh and now they have connected with your product or service.
All that being said, you can not underestimate the importance of music and how it can break all of the emotional barriers, many times more than a talking head, and drive home the emotional appeal of your product or service. The music and jingle in your commercial far exceeds, a lot of the time, what’s being said, because music crosses different bridges in the brain and is able to capture the heart and mind of the individual. We all know that’s true. Think of your favorite music or song and how it stimulates memories and emotions. In a drop of a hat, it can make you cry. There’s no reason to wonder that companies employ great writers for their TV spots that talk about a life saving drug, or service for humanity or many of the relief funds for victims of hurricanes, disasters, etc.
If you really want to build a successful campaign then stop with the in-house music and voice over guy at the radio and cable company and hire an affordable yet top-notch music company to back your message and make it sink in with your customers so that you are not only first in their minds, but you have made an emotional impact as well.